How to market a university: building value in a competitive environment
"This book explains how to build and communicate a university's value in the current market of higher education, where the competition is fierce and the need to differentiate an institution so that it survives is critical"--
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Elektronisch E-Book |
| Sprache: | English |
| Veröffentlicht: |
Baltimore
Johns Hopkins University Press
[2021]
|
| Schlagworte: | |
| Online-Zugang: | FHD01 |
| Zusammenfassung: | "This book explains how to build and communicate a university's value in the current market of higher education, where the competition is fierce and the need to differentiate an institution so that it survives is critical"-- |
| Beschreibung: | 1 Online-Ressource (xv, 237 Seiten) |
| ISBN: | 9781421440354 |
Internformat
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| 100 | 1 | |a Flannery, Teresa M. |e Verfasser |4 aut | |
| 245 | 1 | 0 | |a How to market a university |b building value in a competitive environment |c Teresa M. Flannery |
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| 505 | 8 | |a Intro -- Contents -- Preface -- Acknowledgments -- Introduction. Why Marketing? -- 1. The Basics: What Is Marketing, and How Do We Do It in Higher Education? -- 2. Getting Started or Starting Fresh: Leadership, Assessment, and Organizational Structure -- 3. The Foundation: Market Research to Assess the Current Brand and Set Goals -- 4. What's the Big Idea? Developing Brand Strategy and Expression -- 5. Integration of the Brand across the Institution -- 6. Digital U: Marketing Higher Education in a Digital World -- 7. Measuring Results and Progress | |
| 505 | 8 | |a 8. Marketing Investment and Return on Investment -- 9. The Future of Higher Education Marketing -- Notes -- Index -- A -- B -- C -- D -- E -- F -- G -- I -- K -- L -- M -- N -- O -- P -- Q -- R -- S -- T -- U -- V -- W -- Y | |
| 520 | |a "This book explains how to build and communicate a university's value in the current market of higher education, where the competition is fierce and the need to differentiate an institution so that it survives is critical"-- | ||
| 650 | 4 | |a Education, Higher / Marketing | |
| 650 | 4 | |a Universities and colleges / Administration | |
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| 650 | 7 | |a Universities and colleges / Administration |2 fast | |
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Datensatz im Suchindex
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| author | Flannery, Teresa M. |
| author_facet | Flannery, Teresa M. |
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| author_sort | Flannery, Teresa M. |
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| contents | Intro -- Contents -- Preface -- Acknowledgments -- Introduction. Why Marketing? -- 1. The Basics: What Is Marketing, and How Do We Do It in Higher Education? -- 2. Getting Started or Starting Fresh: Leadership, Assessment, and Organizational Structure -- 3. The Foundation: Market Research to Assess the Current Brand and Set Goals -- 4. What's the Big Idea? Developing Brand Strategy and Expression -- 5. Integration of the Brand across the Institution -- 6. Digital U: Marketing Higher Education in a Digital World -- 7. Measuring Results and Progress 8. Marketing Investment and Return on Investment -- 9. The Future of Higher Education Marketing -- Notes -- Index -- A -- B -- C -- D -- E -- F -- G -- I -- K -- L -- M -- N -- O -- P -- Q -- R -- S -- T -- U -- V -- W -- Y |
| ctrlnum | (OCoLC)1257818455 (DE-599)BVBBV047328298 |
| format | Electronic eBook |
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| id | DE-604.BV047328298 |
| illustrated | Not Illustrated |
| index_date | 2024-07-03T17:31:47Z |
| indexdate | 2024-07-10T09:09:02Z |
| institution | BVB |
| isbn | 9781421440354 |
| language | English |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-032730887 |
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| physical | 1 Online-Ressource (xv, 237 Seiten) |
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| publishDate | 2021 |
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| publisher | Johns Hopkins University Press |
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| spelling | Flannery, Teresa M. Verfasser aut How to market a university building value in a competitive environment Teresa M. Flannery Baltimore Johns Hopkins University Press [2021] 1 Online-Ressource (xv, 237 Seiten) txt rdacontent c rdamedia cr rdacarrier Intro -- Contents -- Preface -- Acknowledgments -- Introduction. Why Marketing? -- 1. The Basics: What Is Marketing, and How Do We Do It in Higher Education? -- 2. Getting Started or Starting Fresh: Leadership, Assessment, and Organizational Structure -- 3. The Foundation: Market Research to Assess the Current Brand and Set Goals -- 4. What's the Big Idea? Developing Brand Strategy and Expression -- 5. Integration of the Brand across the Institution -- 6. Digital U: Marketing Higher Education in a Digital World -- 7. Measuring Results and Progress 8. Marketing Investment and Return on Investment -- 9. The Future of Higher Education Marketing -- Notes -- Index -- A -- B -- C -- D -- E -- F -- G -- I -- K -- L -- M -- N -- O -- P -- Q -- R -- S -- T -- U -- V -- W -- Y "This book explains how to build and communicate a university's value in the current market of higher education, where the competition is fierce and the need to differentiate an institution so that it survives is critical"-- Education, Higher / Marketing Universities and colleges / Administration Education, Higher / Marketing fast Universities and colleges / Administration fast Erscheint auch als Druck-Ausgabe, paperback 9781421440347 |
| spellingShingle | Flannery, Teresa M. How to market a university building value in a competitive environment Intro -- Contents -- Preface -- Acknowledgments -- Introduction. Why Marketing? -- 1. The Basics: What Is Marketing, and How Do We Do It in Higher Education? -- 2. Getting Started or Starting Fresh: Leadership, Assessment, and Organizational Structure -- 3. The Foundation: Market Research to Assess the Current Brand and Set Goals -- 4. What's the Big Idea? Developing Brand Strategy and Expression -- 5. Integration of the Brand across the Institution -- 6. Digital U: Marketing Higher Education in a Digital World -- 7. Measuring Results and Progress 8. Marketing Investment and Return on Investment -- 9. The Future of Higher Education Marketing -- Notes -- Index -- A -- B -- C -- D -- E -- F -- G -- I -- K -- L -- M -- N -- O -- P -- Q -- R -- S -- T -- U -- V -- W -- Y Education, Higher / Marketing Universities and colleges / Administration Education, Higher / Marketing fast Universities and colleges / Administration fast |
| title | How to market a university building value in a competitive environment |
| title_auth | How to market a university building value in a competitive environment |
| title_exact_search | How to market a university building value in a competitive environment |
| title_exact_search_txtP | How to market a university building value in a competitive environment |
| title_full | How to market a university building value in a competitive environment Teresa M. Flannery |
| title_fullStr | How to market a university building value in a competitive environment Teresa M. Flannery |
| title_full_unstemmed | How to market a university building value in a competitive environment Teresa M. Flannery |
| title_short | How to market a university |
| title_sort | how to market a university building value in a competitive environment |
| title_sub | building value in a competitive environment |
| topic | Education, Higher / Marketing Universities and colleges / Administration Education, Higher / Marketing fast Universities and colleges / Administration fast |
| topic_facet | Education, Higher / Marketing Universities and colleges / Administration |
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